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How Yieldbot Influences Consumer Actions Online and In-Store

Posted December 2nd, 2013 by Jonathan Mendez in Advertising CPC Performance   |   Comments.

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Driving Coupon Conversions and Measurable Lift in Purchase Intent

Search is often leveraged to “close the loop” for other marketing channels. Some go as far to call it “the net” for its success catching previously exposed consumers and funneling them to online purchase or brand engagements. Display and traditional advertising are generally utilized to fill that proverbial “intent” net and build demand for specific products and lift in brand metrics. In tandem and through measurable attribution models they work to fulfill an efficient customer acquisition funnel.

Yieldbot has created a new marketing channel in the premium publisher environment leveraging intent signals and the buying and matching principles of Search (1st party data, in-session/real-time matching, CPC pricing, and keyword targeted ad creative) that does both. Yieldbot closes the loop on consumers by meeting the real-time consumer intent with a relevant ad to drive immediate action and builds demand for products by putting in-view, visible relevant ads when consumers are most receptive to the message, during lean forward content experiences ultimately increasing the likelihood of ad engagement and message receptivity.

As evidence, a major food brand was bringing a new product to market. Their major holding company Search agency ran a campaign using Yieldbot with the goal to drive offline/in-store purchases. To measure effectiveness of the campaign, Yieldbot, in partnership with Nielsen, ran a control vs. expose study to measure Yieldbot’s effectiveness with respect to consumer purchase intent and utilized a 3rd party ad serving tracking technology to measure coupon downloads that occurred on the food brand’s website.

For this brand the Yieldbot campaign was crafted into several thematic groups of keywords, creative and publishers. The keywords (used as proxy for the consumer’s real-time intent) and ads (HTML text) were matched with each other based on messaging. Additionally, the ads are written to match with the context of the publishers in the grouping and their design automatically matched by Yieldbot to the look and feel of each publisher. This combination creates hyper relevance and allows for a seamless consumer experience.

The campaign results spoke volumes. Yieldbot, targeting real-time intent groups for energy, healthy living, fitness, wellness, and healthy eating drove a campaign average 19% coupon download rate, and a 33.7% lift in consumer purchase intent for those that either “definitely will” or “probably will” purchase the product within the next 30 days. Additionally, the campaign drove 6x above industry average engagement rates (CTR). We were not given specific data points for other marketing channels (Search, display, video) however when budget cuts for the brand had to be made Yieldbot was still standing.

The campaign’s success can be attributed to three major components:

  1. Text ads built specifically for the Yieldbot publisher marketplace. The Yieldbot marketplace leverages the same principles as Search, as mentioned; however there is an added layer of data that Yieldbot sees in order to determine intent, the publisher environment. It must be taken into consideration to ensure hyper relevance.
  2. Custom premium publisher marketplace and above the fold placements. The Yieldbot marketplace is comprised of the most premium publishers on the web including the websites of 3 of the 5 largest magazine corporations in the world. These environments contain the highest value and most desired consumers for advertisers. Yieldbot technology and algorithms matched the desired intent, demographics, and psychographics for the advertiser. Also, all ads in the Yieldbot marketplace are delivered in above the fold placements significantly increasing viewability and overall effectiveness.
  3. 1st party data used to target real-time intent. Yieldbot captures, organizes and activates 1st party data from the visitor click-streams our publishing partners to inform ad decisioning. An ad is delivered only if there is a real-time match of intent and advertiser on that specific page-view. No 3rd party cookies, no unknown URLs. The Yieldbot technology is constantly running machine learning and using pattern recognition across these click-streams and pages to deliver the benefits of relevance to the advertiser, the publisher and most of all, the consumer.
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